Abstract
Bu çalışmanın amacı, üniversite tercihlerinde algılanan dışsal prestijin
öğrenci ödüllendirme deneyimi üzerindeki etkisini belirlemek ve öğrenci
ödüllendirme deneyiminin de kulaktan kulağa iletişim (gelişen ihtiyaçlar,
bilginin toplanması, alternatiflerin değerlendirilmesi ve memnuniyet)
üzerindeki etkisini araştırmaktır. Araştırmanın ana evreni Karadeniz Teknik
Üniversitesi, Recep Tayyip Erdoğan Üniversitesi ve Gümüşhane Üniversitesi’nde
öğrenim gören ön lisans ve lisans öğrencilerinden oluşmaktadır. Araştırmada
yargısal örnekleme yöntemi kullanılmış ve üniversite öğrencilerine yüz yüze
anket yöntemiyle 800 anket uygulanmıştır. SPSS25 ve AMOS istatistik
programlarıyla elde edilen verilerin analizi gerçekleştirilmiştir. Araştırma
verilerinin güvenilirliğinin belirlemesinde cronbach alfa yöntemi,
geçerliliğinin belirlenmesinde ise faktör analizi kullanılmıştır. Araştırma
hipotezleri ise yapısal eşitlik modellemesiyle test edilmiştir. Analiz
sonucunda algılanan dışsal prestijin öğrenci ödüllendirme deneyimi üzerinde
anlamlı ve pozitif yönde etkisi olduğu tespit edilmiştir. Araştırma sonucunda
elde edilen diğer bir bulgu ise, öğrenci ödüllendirme deneyiminin gelişen
ihtiyaçlar, bilginin toplanması, alternatiflerin değerlendirilmesi ve
memnuniyet üzerinde anlamlı ve pozitif yönlü bir etkisi olduğudur. Bu
doğrultuda Yükseköğretim Kurulu Başkanlığı’nın “Bölgesel Kalkınma Odaklı Misyon
Farklılaşması ve İhtisaslaşma Projesi" çerçevesinde belirlenen
üniversitelerin, bölgelerindeki koşullar dikkate alınarak daha geniş kapsamlı
çalışmalar yapılabilir. Ayrıca, dünyada ve ülkemizde alan sıralamasında öne
çıkan üniversiteler ile bu proje kapsamında belirlenen üniversitelerin
alanlarında/bölümlerinde çok veya tek boyutlu yapılacak çalışmalar literatüre
katkı sağlayabilir.
Keywords
Algılanan dışsal prestij Kulaktan kulağa iletişim Öğrenci ödüllendirme deneyimi Üniversite tercihleri
References
- Akar, C. (2012). Üniversite seçimini etkileyen faktörler: İktisadi ve idari bilimler öğrencileri üzerine bir çalışma. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 7(1), 97-120.
- Anteplioğlu, P. (2005). Hizmet sektöründe kulaktan kulağa iletişimin etkileri: Ankara’da beş yıldızlı otellerde bir uygulama, Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.
- Arambewela, R. ve Maringe, F. (2012). Mind the gap: staff and postgraduate perceptions of student experience in higher education. Higher Education Review, 44(2), 63-84.
- Başgöze, P. (2006). Kulaktan kulağa iletişim ve geleneksel reklamın müşteri değer algısı üzerine etkilerinin incelenmesine yönelik keşifsel bir çalışma. 11. Ulusal Pazarlama Kongresi Bildiriler Kitabı, 175-190.
- Bayus, B.L. (1985). Word of mouth:The indirect effects of marketing efforts. Journal of Advertising Research. 25(3), 30-39.
- Bergami, M. ve Bagozzi, R.P. (2000). Self-categorization, affective commitment and group selfesteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
- Brown, J., Broderick, A.J. ve Lee, N. (2007). Communicatıon within online communities: conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20.
- Carmeli, A. (2005). Perceived External Prestige, Affective Commitment, and Citizenship Behaviors. Organization Studies, 26(3), 443-464.
- Charmahali, A.A. (2013). Designing and Explaining Brand Equity Model in Higher Education. European Online Journal of Natural and Social Sciences, 2(3), 2576-2585.
- Casidy, R. ve Wymer, W. (2016). Linking prestige perception with consumption experience, loyalty, and WOM. Marketing Intelligence & Planning, 34(4), 540-558.
- Cop, R. ve Gümüş, N. (2009). Pazarlamada ağızdan ağıza iletişimin tüketici davranışlarındaki rolü ve bir araştırma. Ticaret ve Turizm Eğitim Fakültesi Dergisi, 2, 179-202.
- Cook, R.W. ve Zallocco, R.L. (1983). Predicting university preference and attendance: Applied marketing in higher education administration. Research in Higher Education, 19(2), 197-211.
- Fuller, J.B., Hester, K., Barnett, T., Frey, L. ve Relyea, C. (2006). Perceived organizational support and perceived external prestige:Predicting organizational attachment for university faculty, staff, and administrators. Journal of Social Psychology, 146(3), 327-347.
- Fuller, J.B., Hester, K., Barnett, T., Frey, L., Relyea, C. ve Beu, D. (2006). Perceived external prestige and internal respect: New insights into the organizational identification process. Human Relations, 59(6), 815-846.
- Gegez, A. E. (2015). Pazarlama araştırmaları (5.Baskı), İstanbul: Beta Yayıncılık.
- Grace, D. ve O’Cass, A. (2004). Examining service experiences and post‐consumption evaluations. Journal of Services Marketing, 18(6), 450-461.
- Hemsley-Brown, J.V. ve Goonawardana, S. (2007). Brand harmonisation in the ınternational higher education market. Journal of Business Research, 60, 942-948.
- Kılıçer, T. ve Öztürk S.A. (2012). Tüketicilerin satın alma kararlarında ağızdan ağıza iletişimin etkisi: eskişehir ilinde bir uygulama. Tüketici Yazıları III. 25-43.
- Lee, J., Lee, J. ve Feick, L. (2006). Incorporating word-of-mouth effects in estimating customer lifetime value. Database Marketing & Customer Strategy Management, 14(1), 29-39.
- Li, S-C. (2013). Exploring the relationships among service quality, customer loyalty and word-of-mouth for private higher education in Taiwan. Asia Pacific Management Review, 18(4), 375-389.
- Litvin, S.W., Goldsmith, R.E. ve Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458–468.
- Marangoz, M. (2007). Ağızdan ağıza iletişimin müşterilerin satın alma davranışlarına etkileri: cep telefonu pazarına yönelik bir araştırma. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 16(2), 395-412.
- Maringe, F. (2006). University and course choice: Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), 466-479.
- Mathe, K. ve Scott-Halsell, S. (2012). The effects of perceived external prestige on positive psychological states in quick service restaurants. Journal of Human Resources in Hospitality & Tourism, 11(4), 354-372.
- Mishra, S.K., Bhatnagar, D., D’Cruz, P. ve Noronha, E. (2012). Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India. Journal of World Business, 47, 204-212.
- Misic, K.U. ve Podnar, K. (2019). Perception of city management, fellow residents, and Perceived External Prestige (PEP) as antecedents of city affective commitment - The city marketing perspective. Cities, 84, 66-74.
- Mourad, M., Ennew, C. ve Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403-420.
- Özdemir, A., Tozlu, E., Şen, E. ve Ateşoğlu, H. (2016). Analyses of word-of-mouth communication and Its effect on students’ university preferences. Procedia - Social and Behavioral Sciences, 235, 22-35.
- Ranjbarian, B., Barari, M. ve Salehnia, M. (2011). Word of mouth communication and some consumption habits among ıranian consumers. African Journal of Business Management, 5(26), 10303-10313.
- Smidts, A., Pruyn, A.T.H. ve Van Riel, C.B.M. (2001). The impact of employee communication and perceived external prestige on organizational identification. Academy of Management Journal, 44(5), 1051-1062.
- Sung, M. ve Yang S. (2008). Toward the model of university ımage: The ınfluence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20(4), 357–376.
Abstract
The aim of this study is determine the effect of perceived external
prestige on the student rewarding experience and to investigate the impact on
word of mouth communication (developing needs, information gathering,
evaluation of alternatives and satisfaction) in the student rewarding
experience in university preferences. Main universe of the study is consists of
associate and undergarduate students at Karadeniz Technical University, Recep
Tayyip Erdogan University and Gumushane University. In the study, judgement
sampling method was used and a face to face questionnaire was applied to 800
university students. SPSS 25 and AMOS statistical programs were used to analyze
the data. Cronbach's alpha method was used to determine the reliability and
factor analysis was used to determine its validity. of the research data.The
research hypotheses were tested with structural equation modeling. As a result
of the analysis, it was determined that perceived external prestige had
significant and positive effect on student rewarding experience. Another
finding obtained from the study was that student rewarding experience had
significant and positive effect on developing needs, information gathering,
evaluation of alternatives and satisfaction. In this direction, the
universities determined within the framework of the “Regional
Development-Oriented Mission Differentiation and Specialization Project” in of
the Higher Education Councilcan be carried out studies considering more
comprehensive the conditions in the regions. In addition, prominent universities in the field ranking
in the world and in our country and multi-or one-dimensional studies in the
fields / departments of the universities determined within the scope of this
project may contribute to the literature
Keywords
Perceived external prestige Word-of-mouth communication Student rewarding experience University preference.
References
- Akar, C. (2012). Üniversite seçimini etkileyen faktörler: İktisadi ve idari bilimler öğrencileri üzerine bir çalışma. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 7(1), 97-120.
- Anteplioğlu, P. (2005). Hizmet sektöründe kulaktan kulağa iletişimin etkileri: Ankara’da beş yıldızlı otellerde bir uygulama, Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.
- Arambewela, R. ve Maringe, F. (2012). Mind the gap: staff and postgraduate perceptions of student experience in higher education. Higher Education Review, 44(2), 63-84.
- Başgöze, P. (2006). Kulaktan kulağa iletişim ve geleneksel reklamın müşteri değer algısı üzerine etkilerinin incelenmesine yönelik keşifsel bir çalışma. 11. Ulusal Pazarlama Kongresi Bildiriler Kitabı, 175-190.
- Bayus, B.L. (1985). Word of mouth:The indirect effects of marketing efforts. Journal of Advertising Research. 25(3), 30-39.
- Bergami, M. ve Bagozzi, R.P. (2000). Self-categorization, affective commitment and group selfesteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
- Brown, J., Broderick, A.J. ve Lee, N. (2007). Communicatıon within online communities: conceptualizing the online social network. Journal of Interactive Marketing, 21(3), 2-20.
- Carmeli, A. (2005). Perceived External Prestige, Affective Commitment, and Citizenship Behaviors. Organization Studies, 26(3), 443-464.
- Charmahali, A.A. (2013). Designing and Explaining Brand Equity Model in Higher Education. European Online Journal of Natural and Social Sciences, 2(3), 2576-2585.
- Casidy, R. ve Wymer, W. (2016). Linking prestige perception with consumption experience, loyalty, and WOM. Marketing Intelligence & Planning, 34(4), 540-558.
- Cop, R. ve Gümüş, N. (2009). Pazarlamada ağızdan ağıza iletişimin tüketici davranışlarındaki rolü ve bir araştırma. Ticaret ve Turizm Eğitim Fakültesi Dergisi, 2, 179-202.
- Cook, R.W. ve Zallocco, R.L. (1983). Predicting university preference and attendance: Applied marketing in higher education administration. Research in Higher Education, 19(2), 197-211.
- Fuller, J.B., Hester, K., Barnett, T., Frey, L. ve Relyea, C. (2006). Perceived organizational support and perceived external prestige:Predicting organizational attachment for university faculty, staff, and administrators. Journal of Social Psychology, 146(3), 327-347.
- Fuller, J.B., Hester, K., Barnett, T., Frey, L., Relyea, C. ve Beu, D. (2006). Perceived external prestige and internal respect: New insights into the organizational identification process. Human Relations, 59(6), 815-846.
- Gegez, A. E. (2015). Pazarlama araştırmaları (5.Baskı), İstanbul: Beta Yayıncılık.
- Grace, D. ve O’Cass, A. (2004). Examining service experiences and post‐consumption evaluations. Journal of Services Marketing, 18(6), 450-461.
- Hemsley-Brown, J.V. ve Goonawardana, S. (2007). Brand harmonisation in the ınternational higher education market. Journal of Business Research, 60, 942-948.
- Kılıçer, T. ve Öztürk S.A. (2012). Tüketicilerin satın alma kararlarında ağızdan ağıza iletişimin etkisi: eskişehir ilinde bir uygulama. Tüketici Yazıları III. 25-43.
- Lee, J., Lee, J. ve Feick, L. (2006). Incorporating word-of-mouth effects in estimating customer lifetime value. Database Marketing & Customer Strategy Management, 14(1), 29-39.
- Li, S-C. (2013). Exploring the relationships among service quality, customer loyalty and word-of-mouth for private higher education in Taiwan. Asia Pacific Management Review, 18(4), 375-389.
- Litvin, S.W., Goldsmith, R.E. ve Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29, 458–468.
- Marangoz, M. (2007). Ağızdan ağıza iletişimin müşterilerin satın alma davranışlarına etkileri: cep telefonu pazarına yönelik bir araştırma. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 16(2), 395-412.
- Maringe, F. (2006). University and course choice: Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), 466-479.
- Mathe, K. ve Scott-Halsell, S. (2012). The effects of perceived external prestige on positive psychological states in quick service restaurants. Journal of Human Resources in Hospitality & Tourism, 11(4), 354-372.
- Mishra, S.K., Bhatnagar, D., D’Cruz, P. ve Noronha, E. (2012). Linkage between perceived external prestige and emotional labor: Mediation effect of organizational identification among pharmaceutical representatives in India. Journal of World Business, 47, 204-212.
- Misic, K.U. ve Podnar, K. (2019). Perception of city management, fellow residents, and Perceived External Prestige (PEP) as antecedents of city affective commitment - The city marketing perspective. Cities, 84, 66-74.
- Mourad, M., Ennew, C. ve Kortam, W. (2011). Brand equity in higher education. Marketing Intelligence & Planning, 29(4), 403-420.
- Özdemir, A., Tozlu, E., Şen, E. ve Ateşoğlu, H. (2016). Analyses of word-of-mouth communication and Its effect on students’ university preferences. Procedia - Social and Behavioral Sciences, 235, 22-35.
- Ranjbarian, B., Barari, M. ve Salehnia, M. (2011). Word of mouth communication and some consumption habits among ıranian consumers. African Journal of Business Management, 5(26), 10303-10313.
- Smidts, A., Pruyn, A.T.H. ve Van Riel, C.B.M. (2001). The impact of employee communication and perceived external prestige on organizational identification. Academy of Management Journal, 44(5), 1051-1062.
- Sung, M. ve Yang S. (2008). Toward the model of university ımage: The ınfluence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20(4), 357–376.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | October 27, 2019 |
| Submission Date | August 30, 2019 |
| Published in Issue | Year 2019 2019 Additional Number |
